The document summarizes a marketing campaign by PUMA and cricketer Yuvraj Singh using the Twitter hashtag #Love12 from October 20th to November 2nd. It had three phases: 1) Intrigue where Yuvraj asked people to guess what #Love12 meant, 2) Participation where fans tweeted photos for a contest, and 3) Launch of Yuvraj as PUMA's brand ambassador. The campaign was highly successful, generating over 7k tweets with 69.3 million impressions and 2 million reaches. #Love12 trended in India and PUMA brands benefited from the increased visibility.

1. Report
Duration: October 20th- November 2nd

3. #LOVE12 is a Twitter tag that bridges the gap between
YUVI + PUMA + Fans

5. Phase 1: Intrigue
• Yuvi tweets about #tag Love12 and asks users guess why he #Love12
• Everyone started guessing what #Love12 was…even Kevin Pietersen tweeted

6. Phase 1: Intrigue
• Even Kevin Pietersen joined the #Love12 gang

7. Phase 2: Participation
• We asked people to tweet a picture about what #Love12 means to them.
• The best 12 entries were flown from across India to attend the #Love12 launch
on November 1st and meet Yuvraj Singh.

8. Phase 3: Launch
• A press event to announce Yuvraj Singh as the brand ambassador for PUMA

9. Analytic Report
No. of Tweets on #Love12 : 7.3 k Tweets
Impressions (Total no. of people that have seen the a tweet with #Love12):
69.3 million impressions (1st Nov the impressions were 35 million)
Reach (Total no. of people who have interacted and/or have interacted with the tweet
via somebody they are following) :
2.0 million reach
Total Contributors (People who have interacted via a tweet, RT, @mention etc with
#Love12): 2.0 K

10. Analytic Report- Tweet Stats
The no. of @mentions signifies that the campaign has been a
success with the masses online. General twitter users have
been the major contributors to #Love12
The Top 50 users have been
general twitter who have
given us max reach

11. Analytic Report- Impressions
Maximum impressions have come via @messages and original
tweets.

12. Pre- Event

13. WHAT’S TRENDING?
#Love12 trending in India on Day 1 at the
No. 1 spot

14. WHAT’S TRENDING?
#Love12 trending in India on Day 3 at No. 2
spot

15. During/Post- Announcement

16. PUMA trending at the No.1 spot in
India
PUMA CONQUERS #LOVE12

17. PUMA Cricket trending at the No.1 spot
in India for a while

18. Highlights

19. Tweets BY ESPNCricinfo giving an impression of total of
354 K
Tweets BY @MandyBedi giving an impression of total of
176 K

20. Tweets BY @HoeZaay giving an impression of total of
89.1 K
Tweets BY @Sophie_Choudry giving an impression of total of
82.5 K

21. Tweets BY @KenGhosh giving an impression of total of
53.7 K
Tweets BY @RannvijaySingha giving an impression of total of
58.0 K

22. Conversation between
@yuvsingh09 & @kevinpp24

23. 600 + Entries
for the #Love12 contest
.

24. From the Top 20 users with maximum impressions, 12 have
been general users.

26. #Love12 Press Launch

32. And the #Love12 fun continues….